With a new editorial line and a new format, “désirs” clearly stands out in the segment of lifestyle magazines. The magazine features portraits of the “movers and shakers of the city”, comprehensive interviews, portfolios of photographers and illustrators as well as guides to local shops and restaurants. The new art direction turns it, just as the title suggests, into an object of desire – a magazine, which readers like to collect. The choice of a strong, wood-containing paper with a pleasant feel and the distinctive cover design create the high quality appeal of a bookazine. The objective for the relaunch was to selectively target a well-informed, curious and demanding readership.